Pop-Tarts is adding new interactive elements to the 2025 Pop-Tarts Bowl, slated for December 27, including fan voting and a special-edition Tailgate Pack. The new activations are designed to engage both fans inside the stadium and viewers watching from home.
Countdown Begins for Pop-Tarts Bowl 2025
As the 2025 Pop-Tarts Bowl approaches, the game is once again emphasizing fan-driven spectacle in addition to the on-field action. Casually dubbed The People’s National Championship, the football event will have two teams of Edible Mascots (Team Sprinkles and Team Swirls) battling each other in a themed competition.
Leslie Serro, vice president of marketing for Pop-Tarts, said fans will be able to vote on game day to determine which mascot team will take part in the bowl’s signature postgame moment. According to PRNewswire, the brand also has a limited-edition flavor box with pastry based on both mascot teams, extending the experience to fans watching at home.
Serro quoted, “Whether fans are voting for their favorite team or recreating the epic sacrifice with the Pop-Tarts Limited-Edition Team Sprinkles vs. Team Swirls Tailgate Pack, they’ll find that this year’s game is all about delivering more unforgettable moments than ever.”
Fan Engagement: Live Voting and Edible Mascot Showdown
This year’s Pop-Tarts Bowl game will offer more interactive opportunities to fans with more mascots and more “only-at-the-Pop-Tarts-Bowl” moments.
It will be the first time that the final winner of the signature mascot moments in the Pop-Tarts Bowl will be selected by fans through voting. While the event does not decide the official college football national champion, the fans are given an opportunity to decide which group of Pop-Tarts mascots will be chosen to face off in the postgame edible mascot final.
Voting has to be done by texting “SPRINKLES” or “SWIRLS” to 21523 and will start at 3.30 p.m. ET on December 27 and continue through the end of the game. Moreover, Pop-Tarts is offering fans a chance to recreate the experience at home by visiting Pop-Tarts’ Instagram from December 18 to 21 to learn the rules and enter the game.
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In-Stadium and At-Home Fan Experiences With Tailgate Pack
Pop-Tarts is carrying the Pop-Tarts Bowl feel beyond the stadium through the introduction of the Team Sprinkles vs. Team Swirls Tailgate Pack. The collector-style box is designed for watch parties and game-day gatherings and features full-size packages of the six toaster pastry flavors represented by this year’s Edible Mascots.
Here are the flavors featured in the Tailgate Pack:
- Protein Slammin’ Strawberry
- Frosted Cherry
- Frosted Cookies & Crème
- Frosted Chocolate Chip Cookie Dough
- Frosted Wild Berry
- Frosted Hot Fudge Sundae
Beyond the Tailgate Pack, Pop-Tarts has also outlined a number of offline and online activations. On the game day, a Fan Fest will occur outside Camping World Stadium in Orlando, which will provide pregame activities before kickoff. Pop-Tarts Bowl and Pop-Tarts social media channels also have a Mascot Cam livestream that gives the fans a behind-the-scenes view of the game.
Within the stadium, the concessions will once again have Pop-Tarts-themed items such as specialty toaster pastries, desserts, and returning favorites by the fans, contributing to the food experience for attendees.
Pop-Tarts is a toaster pastry brand owned by Kellanova, the company formerly known as Kellogg’s. The brand has become a long-standing presence in the packaged breakfast and snack category, and marketing campaigns are built on pop culture.
The Pop-Tarts Bowl is a college football championship held in Orlando, Florida, every year. The name of the game has been changed multiple times over its history, and includes elements of fan interaction and entertainment-oriented performances between the football games.
